Never Underestimate The Power Of The Personal Touch
May 28, 2013
One of the stories that came out of Jacobs Media's Techsurvey 9 was how 6 in 10 radio fans who connect with stations socially don't expect their favorite stations to respond to them when they reach out.
Look at this chart – it's incredible that the most devoted of radio fans don't expect something that's really just basic manners: acknowledgment:
Spending so much time in this social space with some of radio's great brands, this stat didn't shock me as much as it confirmed what I ask of every brand: create a system of acknowledgment.
Fans deserve better.
Too often, we see fans getting brushed off, as if we're entitled to pick and choose who we respond to – if we even bother to respond at all.
But understanding what it takes to build and sustain a social fan base is critical as the social space grows and becomes an even bigger part of people's lives.
Fred wrote, "Devotees of some of radio's biggest formats are the most likely to want to hear back from their favorite stations within a day and by the way, our Generation Y respondents – or Millennials – led the way of being more apt to want to be acknowledged the same day.
This is a key finding in this year's Techsurvey9 because it speaks to some of the inherent strategic and tactical mistakes that many stations continue to make socially.
That's why we conduct research – to learn, to strategize, and to see around corners. For programmers, marketers, and sales managers, it's the statistical radar we need to make better decisions."
The memorable brands in this space have identified what it takes to go beyond the ordinary and create meaningful fan experiences. They know it's about looking further than their own needs and serving the fans first.
Just read what it feels like when fans of Greater Media's WBQT (Hot 96.9) Boston and Local Media's XTRA (91X) San Diego experience being heard:
It's the little things that mean the most.
Following fans back on Twitter - like Leighton Broadcasting's KCLD/St. Cloud does -makes fans feel like they have been seen:
Providing genuine customer service that Cox Radio's WSUN/Tampa offers enhances the radio experience:
And even a simple, fun exchange between fans and their favorite personalities can be a conduit to increasing listening occasions - like this interplay here between Greater Media's WRIF/Detroit new morning stars, Dave and Chuck the Freak, and Zachary, a devoted fan:
When we only look at our fans based on what they can do for us, we will come up short of being an effective social brand.
Here's to making a commitment today that every person counts - that doing better for the fans is what matters.
Great things happen when we simply serve.
Reach out to me anytime on Twitter @lorilewis.
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